Why great creative is more important than ever

In the age of martech and the ‘Engagement Economy,’ it’s easy to put creativity on the back burner. Columnist Karen Steele explains why that’s a mistake and why you need both art and science for effective marketing.

Every year we all have the opportunity to dive into the creative pool of Cannes Lions, the international festival celebrating creativity in communications, entertainment, design and tech. Like me, most people do it via the festival’s excellent website.

No matter; it’s still an exhilarating splash, and this year’s annual plunge has me convinced that, in the “Engagement Economy,” great creative is more important than ever. Let me explain.

I believe that Apple invented high-tech marketing back in the ’80s. And with Steve Jobs at the helm, it was all about creativity — in messages, design and production. In the early ’90s, I cut my marketing teeth working with Jobs at Next, and then rejoined Apple, where I was manager of consumer advertising.

Over the ensuing years, my faith in great creative to produce something valuable and inspiring has never flagged.

But the marketing game has changed considerably since then, specifically with the advent of online channels and the almost unlimited data that we marketers can now leverage.

In some quarters, this has led to creativity being sidelined, or at least being knocked askew on its pedestal, as the scientific side of marketing has grown in importance.

Bad mistake, because while you need both art and science in marketing, creativity is the killer ingredient that drives marketing effectiveness.

‘Thumb-stopping creativity’
In today’s world of all things digital, the demands on people’s time are more intense than ever. As marketers, we can shout, loudly and often, and hope someone hears us over all the background noise.

Or we can capture people’s attention through truly creative work, and start engaging with them in a meaningful fashion by appealing to their hearts.

It’s a matter of value versus volume. Easy choice, don’t you think?

Cheryl Sandberg, COO at Facebook, who spoke at Cannes Lions this year, would seem to think so. Here she is, quoted on the festival’s website:

For Sandberg, “Organizations often don’t move quickly enough.” People are spending most of their time on digital — but for creative teams, “usually it’s outdoor, then print, and mobile is often just added in the last 10 minutes.” This is particularly misguided, she explained, since “a natively mobile ad grabs your attention in a couple of seconds. We call it ‘thumb-stopping creativity.’ It communicates the brand very quickly and you measure results, not seconds. Taking advantage of that power is so important.”

What is great creative?

Great creative always starts with strategy. Here’s an area where all that scientific data comes into play as it’s mined for insights into what the customer wants, and what you can provide. Essentially, you need to be relevant to be engaging.

A great example of this is the recent joint campaign of Airbnb and the Art Institute of Chicago, constructed around a meticulous recreation of Van Gogh’s bedroom as portrayed in one of his most famous paintings.

Many Airbnb prospects, myself included, are looking for more than just convenient, cost-effective digs. We also want a unique and immersive experience of place. In a splendid display of relevance, the ad speaks beautifully to this desire, while also building interest in the Art Institute’s special Van Gogh exhibit.

In addition to being relevant, a campaign or ad must be bold and take risks to engage most fully. People like the jolt that comes from boldness, bravery and risk. It’s not a data thing; it’s a chemical thing.

You don’t have to look farther than the “Fearless Girl” campaign, produced by State Street Global Advisors to honor International Women’s Day, that captivated so many people earlier this year (and bugged a few, too) with its boldness.

Appearing one night in the middle of Wall Street, the sculpture of a courageous young girl, arms akimbo, staring down the famous Charging Bull statue, became an instant media and internet sensation.

The ad and story around the statue not only went viral faster than a bull market, but the campaign also has some serious legs as the statue continues to be a much-photographed tourist attraction.

And how well did the combo of relevance and boldness work for State Street Global Advisors? The firm’s SHE Fund, which invests in companies with women executives, experienced a 384 percent increase in average daily trading volume in the first three days following the campaign’s launch. Let’s hear it for Girl Power.

Celebrate great work and its impact

You can find many, if not all, 2017 Cannes Lions award winners on YouTube. Viewing these ads is instructive, inspiring and often just plain fun. But don’t let your commitment to creativity stop here. Act on it, consistently.

In the age of martech, do not abandon creativity. It means more than ever.

Some opinions expressed in this article may be those of a guest author and not necessarily MarTech Today. Staff authors are listed here.